Sustainable solution: a phrase met with equal parts enthusiasm and confusion.
It certainly sounds like a good thing. The term is used passionately by thought leaders and hailed as something that governments, NGOs, and the private sector should rally behind and prioritize. Initiatives like I-CAN make the case that sustainable, healthy, and resilient diets are the critical link for addressing malnutrition and climate change simultaneously, saving trillions of dollars in costs related to both issues. But when it comes down to defining sustainable nutrition and making it actionable – especially in a business context – confusion is stifling progress.
Make no mistake: for leaders in food marketing, regenerative agriculture, and innovation, aligning sustainability and nutrition strategies creates a compelling business case, with significant benefits for both the company and society. Like most things that involve systemic change, doing this successfully will require reshaping the status quo of corporate structures, hierarchies, and cultures.
Here’s how and why combining sustainability and nutrition strategies will pay off in terms of social and environmental impact, as well as simple pragmatism.
1. Market Demand and Consumer Trust
Consumers are increasingly looking for products that are both healthy and sustainably produced. Integrating themes like regenerative agriculture and nutrient density can differentiate a brand, driving loyalty and trust. Ensuring the products are affordable and craveable will hit all the marks of consumer demand.
2. Regulatory and Policy Advantage
As climate change shows up in new and unprecedented ways, governments and regulatory bodies worldwide are pushing for stricter environmental and health standards. Proactively aligning corporate strategies with (evidence-based) evolving regulations can position companies as leaders and reduce future risk – on both the regulatory and supply chain sides.
3. Ongoing Economic Efficiency
Investment in sustainable practices, like mitigating food loss in the supply chain, can save costs through improved efficiency, not to mention redirecting otherwise wasted nutrients back into the food supply. Investing in the nutrition and wellbeing of the workforce can also improve health, and reduce absenteeism and on-the-job accidents, thus increasing productivity and lowering health insurance premiums.
4. Innovative Social Impact
Combatting malnutrition may not be at the top of many leaders' minds when seeking solutions for the “S” of their ESG strategies, but many strategies already address food insecurity. With moderate food insecurity increasing the risk for malnutrition (including stunting, micronutrient deficiency, and obesity), these leaders are already integrating nutrition into ESG. Putting intention behind ESG + nutrition can have an even greater impact.
5. Enhancing Biodiversity + Dietary Diversity
Preservation of biodiversity is already front and center in many sustainability agendas, especially in food and agriculture organizations. Doubling down on this area can also enhance dietary diversity, as broadening the crops we grow nourishes nature and increases the variety of vitamins, minerals, and phytochemicals found in food. Developing supply chains for neglected and underutilized crops can open new doors for consumers and the planet.
6. Product Innovation Synergies
We’ve all seen examples of new product launches that seemingly contradict corporate sustainability or nutrition commitments. Companies can avoid this kind of backlash by developing products that are both nutritious and sustainably produced. This includes using ingredients that promote soil health, biodiversity, and dietary diversity, upcycling valuable “waste” like fruit and vegetable pulp, and ensuring the nutrient profile of “sustainable” products aligns (and doesn’t contradict) with a positive, nourishing brand story.
Integrating sustainability and nutrition strategy is not just a moral imperative for the food industry but a strategic business move that can drive long-term success and resilience.
By prioritizing these interconnected areas, companies can meet changing consumer demands, comply with regulations, build resilient supply chains, achieve economic efficiencies, and make a substantial positive impact on society and the environment.